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Zoopla

How Zoopla Unlocked Growth by Modernizing its Tech Stack with Iterable

For Zoopla, one of the UK’s leading property marketplaces, increasing digital engagement is the key to delivering ROI to their partners and hitting its long-term growth targets. 

With over 55 million visits across their mobile apps and websites, and coverage of over 70% of UK real estate listings, Zoopla collects a massive amount of consumer data. That data can then be used to match homehunters to their dream property, and connect Zoopla customers (estate agents and developers) to relevant consumer cohorts. 

With their legacy tech stack, however,  Zoopla was handcuffed to manual data queries, batch data imports, and fragmented views of customer engagement. Knowing data-driven strategies based on geo-intent and Segment Personas were critical to recognizing rapid growth in their business, the Zoopla team knew they needed to modernize their tech stack.

Choosing Data-First to Fuel Growth

With their legacy ESP, Zoopla was reliant on manual SQL queries, batch data imports, and best-guess segmentation. 

“Our previous ESP could not handle the scale of our business. We weren’t leveraging the rich data we have, and segmentation was inconsistent or inaccessible across our tech stack. Any change we needed to make required at least two weeks of engineering effort.” said Chris Frost, Senior Product Manager at Zoopla. 

Beyond native cross-channel and segmentation capabilities, Zoopla needed a provider with the data foundation, scalable APIs, and rich partner integrations to  activate their latent customer data.  

“This evaluation wasn’t ever about a jazzy UI. The central thing for me as a marketer is, ironically, not the marketing functionality. Those elements, if you choose wisely, feel like table stakes to me” said Adam Knight, Director of Engagement at Zoopla. “It’s all about how it enables the engineering function of our business to support us as marketers so we can accelerate the pace of testing and iteration.”  

After completing an extensive evaluation, the Zoopla team chose Iterable’s data-first approach to customer experience to supercharge their growth. 

“After workshopping our use cases and mapping our data architecture—one of the most helpful phases of our review process—it became quite clear that Iterable was the best partner for us,” said Knight.

Rich Customer Experiences with Iterable

By introducing Iterable to their tech stack, previously complicated (or altogether unreachable) use cases are now accessible. 

Geo-intent, or understanding which locations a consumer might be interested in, is foundational to connecting homehunters with the right properties. For example, someone currently located in London may be looking to move to specific postcodes in Manchester. Zoopla looks to browse data, lead data, saved searches, and more to determine and score consumer intent. That score is then used to deliver relevant content and recommendations tailored to the locations a consumer is interested in. 

Prior to Iterable, data silos prevented Zoopla from having a clear understanding of geo-intent. Data housed in their ESP was not unified in real-time to data housed in Segment, or the rest of their tech stack. This disconnect gave a fragmented view of customer behavior and limited Zoopla’s ability to effectively action on geo-intent. 

In addition, Zoopla launched a new program ‘Zooploma’ in early 2020 with the intent of supporting and educating first-time home buyers. 

First time buyers are a significant proportion of the market, accounting for almost 40% of all property transactions. Understanding their challenges and helping to support and guide them through the process is central to our ethos.” said Knight. (Source)

With Iterable’s deep integration with Segment, Zoopla can now quickly identify target Zooploma participants based on a variety of attributes.

Platform and Partnership for the Long Haul

For Zoopla, modernizing its tech stack meant finding both a platform and a partnership that would unlock growth. With Iterable in place, the Zoopla team can now deploy the strategies necessary to increase engagement and build the consumer preference that is integral to Zoopla’s long-term success.

Results

  • Unlocked revenue streams with unified customer data
  • More precise geo-intent targeting with bi-directional integration with Segment
  • Time saved by eliminating manual SQL queries and batch uploads

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